The campaign, produced by TBWA Group Greater China, includes the 'Manifesto' ad which explains the vision behind the new culture. It features a series of black and white portraits of individuals representing a new generation of Asian travellers.
New York-based photographer Platon Antonious, who won first prize at the 2008 World Press Photo Contest, was handpicked by TBWA 's group president Ian Thubron to capture the images.
"The campaign's creative approach is an unconventional one for hotel advertising, but perfectly mirrors our concept of hospitality – one that is refreshingly free from rigidity, that is engaging and thrives on the nurturing of personal relationships," says Sonia Cheng, executive vice-chairman of New World Hospitality.
The hotel also introduces a new logo, which incorporates a symbol of the mulberry to symbolise its new positioning.
"The mulberry represents the transformation that we envision for ourselves. Through our own creativity, we will build something long-lasting and authentic that is beautiful in its own right," said Cheng.
OMD Hong Kong is the media agency and Catch On is the PR agency partner behind the campaign that will run in key newspapers, magazines and websites in Hong Kong, China and Asia-Pacific, as well as new website Newworldhotels.com, produced by Tequila, TBWA's digital arm.
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